The mothers’ propensity to the exchanges of clothes with their adolescent daughter: What consequences for marketing?

La propension des mères à échanger des vêtements avec leur fille adolescente: quelles conséquences pour le marketing ?

Isabelle Decoopman and Elodie Gentina
Additional contact information
Isabelle Decoopman: SKEMA Business School
Elodie Gentina: SKEMA Business School

Post-Print from HAL

Abstract: This article proposes the introduction of a new segmentation variable intended for professionals who work in the clothing market: the mother's propensity to the exchanging of clothes with her teenage daughter. A survey, conducted on 987 teenage daughters' mothers, allowed us to we identify three main mothers' group samples: "the objectors", "the arranged mothers" and "the enthusiasts". The purpose of this variable is to predict some clothing consumer behavior for each mothers' group (clothes which are likely to be exchanged, mothers' changes concer- ning brands, clothes stores and clothing styles) with the entry of the daughter into adolescence.

Keywords: Propensity to the exchanges of clothes; clothing consumption practices between a mother and her teenage daughter; measurement scale; segmentation.; Propension à l’échange de vêtements; pratiques de consommation vestimentaire mère-fille; échelle de mesure (search for similar items in EconPapers)
Date: 2013-06
References: Add references at CitEc
Citations:

Published in Décisions Marketing, 2013, 70, pp.75-90. ⟨10.7193/DM.070.75.90⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02396365

DOI: 10.7193/DM.070.75.90

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().